Customer Relationship Magic at

BHARTI AIRTEL
Team 3

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WHAT IS CRM ?

Business approach that understands, anticipates and manages the need of current and potential customer of an organization. Integrating People, Processes and Technology of an organization Effective use of Information about customer to maximize customer satisfaction as well as cost reduction and increased profitability for an organization

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CRM TECHNOLOGY ARCHITECTURE

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 When Bharti had started out operations (1995), the whole system was manual Only 40 percent of the customer issues were getting resolved Were not meeting the customers expectations Customer loyalty was a major concern.

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 Had many local players (dealers, vendors etc) Had huge issues in meeting the demands of the growing customer base. Were not able to centralize the services and give a common brand experience. Was hard to service customers across sectors. The subscriber base was growing at a healthy 15-20%. Airtel crossed the 1 million mark in 2002.

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 Not able to recharge amounts anywhere in India. One had to carry scratch cards. Not able to pay bills anywhere in India Low customer retention Hutchs (now Vodafone) customer service was rated far superior.

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IMPLEMENTATION

Three Step Program

Evaluation:
Technology evaluation Equipment and technical evaluation was done GAP analysis

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Three Step Program

Internal restructuring and reengineering

Analyze issues surrounding scalability, Business growth Market and regulatory environments

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Three Step Program

Implementation
Pilot launched Feedback received with problems and suggestions After reengineering user validation was sought All these were rolled into Airtels Roadmap for CRM

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Your anytime, anywhere customer service

Linked to host of other back end systems E-CRM ( customer history and credentials ready ) Changes that provide extra services like customized bills, payment collection centers, activation process Monitor the customers actions It also work as a communication tool to spread awareness and build brand image

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Press for acceptance.

Acceptance by the users Three-step program to implement new technologies, which they applied to the CRM system Technology, equipment and technical evaluation Internal restructuring Communicate and feedback

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Benefits of ORACLE CRM

BENEFITS
Customer segmentation Cross selling and up selling of relevant schemes Market analytics like records of customer profiles, profile, payment history etc Generation of accurate leads and SMS bursts that target only the right customers based on their segmentation is possible First time resolution has increased from 40 % to more than 90 %.
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BENEFITS
Customized and simplified bill formats, payment collection centers, network deployments, and the activation process was enabled Better value added services were provided It facilitated knowledge sharing amongst employees. Started e-billing Online customer support on new system Reduced cost of customer or customer acquisition cost

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BENEFITS
Customized offers based on usage profiles.
Discounts on reaching threshold Recharge offers to low worth users Invitations to movie screenings and events Up selling of services to select customers

CRM automatically suggests products to customer when they announce to leave Airtel. Has resulted in savings because of fewer calls.

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e-CRM at Airtel

e-CRM Initiatives
After implementation of the Oracle CRM, Airtel now implementing e-CRM. e-CRM implementation partner is IBM Would provide a host of services now running on Oracle CRM
Online customer support Customer profiling Web interface Sales management for vendors and partners

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TAKE AN EVOLUTIONARY APPROACH TO CUSTOMER STRATEGY

Transition of perception from viewing customers as exploitable income sources to treating them as assets to be nurtured. Treating CRM as a tool , rather than a strategic effort
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KEEP FOCUS ON WHAT IS IMPORTANT, RATHER THAN TECHNOLOGY

CRM rapidly evolving from technologycentric to a business-value effort.

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X`

With such a narrow window, we have to make sure we score every time. We use CRM analytics to generate accurate leads from a customer database. Were going to try and capitalize on information. Anurag Parashar, Head,
Customer Service Delivery, Bharti Televentures

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Thank you